The relevance of the study is due to the peculiarities of modern vertical globalization, which implies the ideological and cultural dominance of one of the parties in the dissemination of the world certain picture through the media. The purpose of the paper is to identify the structural components of the mental space of the territory, objectified in the media discourse in the context of preserving the historical and cultural specificity of the region, to reveal their role and characterize them taking into consideration the world cognitive picture of the author and consumer. The study is carried out within the framework of a sociocultural approach in assessing the mass media, focused on the integrative potential of the mass media and the transmission of values ​​that contribute to national identification. The outcomes of the study reveal that the region mental space in the media discourse is a complicated mental reality that reflects the representation features of the territory gestalt, a certain set of internal images of events, values ​​and concepts that are characteristic of the region worldview of the. An efficient media discourse is constructed using a single cognitive toolkit of the author and addressee, which is involved in the process of perception and reflection of the real world and is addressed to the cultural code of the region: concepts, archetypes, national stereotypes, narrative as a fascinating format for presenting traditionally significant information.